Logo Design & Branding
Following the successful rebrand and relaunch of the ScotEng website in 2018, we worked with the marketing team to manage the growing brand.
The new image had helped secure new large scale government funded projects which led to an increased number of events and training programmes. The brand needed ways to communicate with their new audiences as well as strategies to grow the separate sub-brands that were being created.
Parts of the engineering sector in Scotland are beholden to old white man ideas of how things are done. Despite improving online comms channels, in 2020 major ScotEng publications like the Employment Guide and the Quarterly Review were still being printed and posted to members.
The flaws in this way of working were many, the cost of printing and posting, the inability to track how members are using the documents as well as increased lead times on time-sensitive publications. The pandemic presented an opportunity to trial a digital-first approach
We designed a page template for the QR broken down in a similar way to the printed report. Key information was available at-a-glance with full data presented for readers who wanted an in-depth look at the quarter. We paired this with a new email style, delivering the the key info as an overview with links to the full report.
Email opens are above the organisation average with clicks and page visits steadily growing. Though the change to online is not an unmitigated success, working with the data is showing how we can improve what we are delivering to members to give them what they want to see more quickly.
In 2020/21 ScotEng secured contracts to lead major national campaigns, Rail Cluster Builder and Net Zero Skills Programme. These high profile opportunities would allow us to grow the membership by presenting the brand to a much wider audience. To keep the clarity of message we were creating with the main brand, we chose to create sub-brands for each new campaign.
Building on this success, ScotEng began creating training programs and professional networking groups that could benefit and engage their growing membership. We created a visual style for the new campaigns, each based on the main ScotEng visual style.
Attendance to the campaigns events have been high with a number of attendees subsequently signing up as ScotEng members.
September 2021 saw the first in-person Scottish Engineering Awards since 2019. It was also the year the prestigious Hammermen of Glasgow award for best young engineer was rebranded to the Young Engineer of the Year Award (YEYA).
We took the opportunity to bring both the event and the award into the ScotEng stable of brands, developing logos and a modern brand style for each. We updated the imagery behind YEYA to reflect the diverse range of engineers who were nominated for the award.
Continuing the digital first mission, we replaced the printed awards booklets (most of which were binned after the event) with a phone-ready version. Not only did this reduce waste, it extended the deadline for the booklet which reduced the stress around its delivery.
In 2023, to we added the Apprentice of the year.
With ScotEng we have taken a blend of hard data-based decisions and softer brand awareness approaches. The brand development we have implemented has supported the organisation to grow its membership by 10% year on year with the associated increase in revenue.
The more consistent, reliable brand image we have presented helped ensure the organisation has been trusted with national government funded projects. Projects that are supporting Scotland to a low-carbon future – a key reason for OmV supporting the organisation.
These improvements are set against steadily increasing web traffic, up 10% year on year, as well as increased site entries from all major acquisition channels.